From Dos Hombres’ new line of merchandise to the latest series of The Three Drinkers, we’ve rounded up the marketing highlights of spirits brands from April.

April largely saw spirits brands making their presence known across the world, with companies entering fresh partnerships with distributors based in Greece, Austria, Germany, Taiwan and more.

Desolas went another way to boost its brand with marketing, opting to serve the mezcal in two cocktails in Florida bar and restaurant chain Tap 42.

Plus, Larsen Cognac looked to reinvigorate the Cognac category with its campaign to promote its new ‘Discover’ concept, which aims to confront the spirit’s ‘traditional image’.

Scroll on for the marketing moves that stood out in April.

For more marketing round-ups, check out the top 10 list from March.

Portugal welcomes Sly Dog

Spiced rum brand Sly Dog has teamed up with distributor Honest Dragon to expand to Portugal for the first time.

Honest Dragon is a new player in premium drinks distribution, and specialises in ‘discovering’ high-quality up-and-coming drinks brands, Sly Dog said. Its partnership with Sly Dog will see the rum brand promoted and supported in Portugal.

Sly Dog is made using high-quality natural ingredients, resulting in a smooth, rich, and complex rum. With its ‘bold notes and smooth finish’, Sly Dog Rum is recommended mixed with cola or in cocktails such as a Mai Tai, Espresso Martini, or Screwdriver. Cocktail recipes can be found on the brand’s website.

Langley’s Gin teams up with Perola

Langley’s Gin has secured listings in Austria, Germany, and Singapore through distributor Perola.

The gin has been made available in the three markets after achieving a ‘major stronghold’ in Europe and Asia already.

Arkaitz Giménez, sales director at Charter Brands, said: “Perola’s expert knowledge coupled with Charter’s ambitious plans for the brand means we’re confident that Langley’s will be enthusiastically received by discerning consumers across the new regions.”

The brand also entered Greece after partnering with Amvyx.

Antony Panagiotareas, marketing manager at Amvyx, said: “Langley’s branding, competitive pricing and superb quality of liquid plays perfectly into the Greek market.”

Desolas gains chain approval

Mezcal brand Desolas has teamed up with Florida bar and restaurant chain Tap 42 to serve two cocktails in its venues.

The Maui Wowie Margarita and Frozen Mango Margarita will be available in all nine Tap 42 Craft Kitchen and Bar locations in South Florida.

The Maui Wowie Margarita blends pineapple, lime, ginger, and orange notes with Desolas Mezcal.

The Frozen Mango Margarita is described as a ‘refreshing twist’ on the classic Margarita.

GG Mirvis, CEO of Desolas, said: “Tap 42 is highly regarded for its handcrafted beverage programme, and the new cocktails will make for the perfect, refreshing addition.”

Desolas was founded in 2020, and is made using Salmiana agave grown in San Luis Potosí, Mexico.

El Tequileño expands into Greece

Charter Brands has secured a listing in Greece for El Tequileño Tequila with Athens-based sales and marketing agency Deals.

El Tequileño is further expanding its presence after recently launching in Australia and Spain.

Steffin Oghene, vice-president of global marketing and business development at El Tequileño, noted the Greek market “was an obvious choice in the distribution plans for El Tequileño” due to its “vibrant hospitality scene”.

Arkaitz Giménez, sales director at Charter Brands, said Tequila “is having a major moment in Greece”.

“We see massive potential for El Tequileño, due to its offering in the premium house-pouring segment with the Blanco, Reposado and the super-premium segment with the 1959 range,” he said.

Video highlights terroir of Depaz

La Martiniquaise-Bardinet has released a marketing campaign video to spotlight the terroir of its Depaz agricole rum brand.

Established in 1917 by Victor Depaz, the rum distillery is located on the island of Martinique. The new campaign video highlights the brand’s production method, from harvesting sugarcane to fermentation and distillation.

Depaz built the distillery following the 1902 eruption of the Mount Pelée Volcano on Martinique, which destroyed the town of Saint Pierre, and killed his entire family. The ‘rich volcanic soil’ gives the ‘ideal growing conditions’ for sugarcane, the brand said.

Today, the brand combines traditional production techniques with innovative, modern approaches to create a more sustainable way of working.

Dos Hombres dresses for success

Breaking Bad duo Bryan Cranston and Aaron Paul have unveiled new merchandise for their mezcal brand Dos Hombres.

The two actors entered the mezcal category in 2019. The liquid is created with spirit from mezcal producers in San Luis del Rio, Oaxaca.

The brand’s new spring clothing line comprises a tan hoodie, joggers, and T-shirt, a matching short-sleeved shirt and shorts, and a duffle bag. Prices range between US$40 and US$75 for the items.

The actors said they will donate 100% of proceeds from the merchandise to the building of infrastructure in the village of San Luis del Rio. Proceeds will help support projects such as rebuilding roads, agave reforestation and water purification for the village.

Portofino Dry Gin makes a splash

Italian brand Portofino Dry Gin has partnered with One Ocean Foundation to support the conservation of the marine and coastal environment.

The gin brand has made a pledge to support One Ocean Foundation’s actions aimed at safeguarding the environment as a donor, taking particular action on the sea, the landscape and the people of the Gulf of Portofino. The partners will look to safeguard the Portofino Natural Park, and promote the Blue Economy – the sustainable use of the ocean’s resources for economic growth, while preserving the health of the ocean’s ecosystem.

The Three Drinkers explores Cognac

Drinks travel show The Three Drinkers, produced by and starring Aidy Smith and Helena Nicklin, is returning for a third series on Amazon Prime.

The latest episodes will fall under the title The Three Drinkers in Cognac, and will follow Smith and Nicklin as they embark on a journey around the region, while learning about the traditional French spirit, as well as other local products.

“We like to showcase drinks through a lifestyle lens, in a relaxed, unintimidating setting,” explained Nicklin.

Smith added: “One of the most important aspects of this series is to highlight that Cognac doesn’t belong at the back of your grandparent’s cupboard and we’ll be exploring a number of simple serves and cocktails that the audience can create from the comfort of their homes.”

Takamaka rum heads to Taiwan

Seychelles-based rum brand Takamaka has teamed up with distributor Bring the Rocks to launch in Taiwan.

The partnership aligns with the brand’s plan to increase its availability in Asia this year. Trois Frères Distillery creates Takamaka Rum in the Seychelles.

Brothers Richard and Bernard d’Offay founded Takamaka almost 20 years ago. Bring the Rocks was established in 2014, and is based in Taiwan.

The boutique distributor and importer focuses on alcoholic beverages, and plans to extend its presence across Asia throughout the year.

Larsen Cognac push ‘reinvigorates’ brand Discover Cognac

Larsen Cognac has created a campaign to promote its new ‘Discover’ concept, intended to confront the category’s ‘traditional image’ and ‘reinvigorate’ the brand.

The campaign, launched last month, will aim to introduce the brand to new audiences.

Mika Raukko, category marketing manager for Larsen Cognac, said: “The world is changing and so are the consumers. To most people Cognac is a niche product, consumed by the few. At Larsen we have always been open to the idea that Cognac can be enjoyed in many different ways and by different types of people.

The Discovery concept will be backed by a new collaboration and limited edition product, due to be launched in late 2023.